Search Engine Optimization - Marketing Or Technology?

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'Search Engine Optimizaiton - Marketing or Technology?', presented by Pradeep Chopra (Co-founder, OMLogic Consulting) at Web Innovation 2009 (Gurgaon, India) is aimed at educating & empowering the SEO professionals & digital marketers in winning the SEO wars i.e. meeting the business objectives rather than just getting higher rankings and traffic.

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Search Engine Optimization - Marketing Or Technology?

  1. 1. SEO - Marketing or Technology? www.omlogic.com Pradeep Chopra (Co-founder, OMLogic Consulting) Apr 29, 2009
  2. 2. www.omlogic.com Conventional SEO Paradigm
  3. 3. Typical Purpose www.omlogic.com Acquiring Website Rankings & Traffic
  4. 4. Typical SEO Implementation Process www.omlogic.com  Keyword Research  Baseline existing ranking  Set ranking target  Implementation  On Page Optimization  Off Page Promotion  PR, Articles, Link Building  Social Media Submissions  Ongoing Optimization
  5. 5. What results can you expect? www.omlogic.com Good Rankings on Search Engines Good Online Traffic on Website Assuming search specialists were involved
  6. 6. www.omlogic.com Has the Business met its Objectives?
  7. 7. Doubtful? www.omlogic.com Higher Ranking = More Traffic? More Traffic = Relevant Traffic? Relevant Traffic = More Conversions?
  8. 8. The Current Reality www.omlogic.com Business Strategy Marketing Marketing Promotion (Product, Service or a Brand) SEO SEM Online Marketing
  9. 9. Required Approach www.omlogic.com Business Strategy Marketing Promotion (Product, Service or a Brand)
  10. 10. www.omlogic.com Lets Look at an Example
  11. 11. www.omlogic.com Imagine real searchers & how they might think! What does the company offer (SCJP Exam prep to pass SCJP Certification Exam) What have they done so far (Since 2000, 1M+ users, 50K customer) What did other people get from them (99.7% success) Will they be valuable for me (Comprehensive report) Are they a 2-4 people shop (ISO 9001 certification) Can I trust them (100% guarantee) Can I try (Free mock test) This looks like the site I want. Let me go-forward.
  12. 12. SEO - New Paradigm www.omlogic.com Keyword Stuffing Keyword Targeting and Link Building Providing Relevant Content Building trust and rapport with the visitor Addressing visitor concerns Providing pull to convert SEO must provide Conversion from • search to click • click to engagement • engagement to lead/sale
  13. 13. www.omlogic.com Business Objectives Measurability Online Marketing Strategy Conversions Branding Traffic Relevancy Visibility/ Leads/ Sales •SEO •PPC •SMM •Website •Messaging •SMM •SEO •PPC SEO: Search Engine Optimization | PPC: Pay Per Click | SMM: Social Media Marketing
  14. 14. Thank You! Email: pradeep.chopra@omlogic.com | Phone: +91-11-47052806 www.omlogic.com Ready to realize the full potential of Online Marketing? www.omlogic.com

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